2. build awareness and lead Generation with social media Chapter Marketing Campaign 2.0
Welcome to Building Awareness and Lead Generation with Social Media.
Introducing:
Amanda Helo
Colleen McCurdy

3. AGENDA Let’s get Social! Social Media Tips Real World Examples
Leads
Let’s get Social!
Social Media Tips
Real World Examples
Campaign 2.0
Key Takeaways
Q&A
AGENDA
Today’s agenda includes:
What is a lead. Lead can have many definitions and I want to ensure that we are all on the same page as I go through how to build out your social media campaign to build your chapter awareness.
We will also be sharing best practices and information you need to know before you build out your campaign
Next, we’ve heard that you would like to know how to build out a simplified, flexible campaign, so we’ll introduce a 6-week plan for chapters to follow.
Amanda will provide insights on how she has implemented successful social media campaigns for her chapter
Then we will wrap-up with key takeaway and Q&A
So let’s get started….

4. What is a lead? Potential customers
Express interest in your product or service
Provide contact information: they are opting in to receive communications from you.
Before we can talk about lead generation on social media, let’s define exactly what we mean when we talk about leads. Leads are, quite simply, potential customers who have expressed some interest in your product or chapter and have provided contact information you can use to follow up with more information. You can then engage with them using a tailored content marketing program.

5. Lead Generation
Why is it important to think about how to generate leads on social media?
90%
90 percent of top decision-makers
say they never respond to cold calls
76%
If you’re not providing your chapter with a steady stream of potential new customers, you’re doing your chapter a disservice.
(click animation)
90 percent of top decision-makers say they never respond to cold calls
76 percent of buyers are ready to have a conversation on social media
That’s why you need to focus on building a steady stream of followers!
76 percent of buyers are ready to
have a conversation on social media

6. Focusing on Quality Leads
AMANDA: Give example of survey they did on classes and collected leads for follow-up.
Lead capture tools for your website include: Jotform and Woofoo. Easy to use and embed on your site.
One of the greatest benefits of lead generation using social media specifically, is the ability to focus on highly qualified leads through advanced targeting. Research shows that improving the quality of leads is the most significant goal for B2B and B2C marketers, while simply increasing the quantity of leads comes in third.
The survey shown on this slide includes both B2B and B2C companies, 49% of the companies were only B2B and 26% were both B2B and B2C.
Once you generate quality leads, the next step is to nurture and engage through social and marketing.
Source: Ascend2, State of Lead Generation Survey Summary Report

7. So how do you go about using social media for lead generation?

8. Let’s Get Social! Interact with your audience
Follow Supply Chain and Logistics industry publications
Tip: Create a Google Alert
Get Local – Search for local business groups for online networking
Share relevant content with your followers
Start a dialog to engage your followers
Share blogs
See a list of the top 75 Supply Chain Blogs and Websites to follow in 2019:
No matter which social media platform you use, remember the fundamental purpose of social media is to be social!
There are simple ways to engage your followers and gain new followers for your chapter that take minimal effort:
Interact with your audience to help build loyal followers. Do this with “Likes,” shares, and reposts to show your audience that you find what they’re saying valuable. If you appreciate them, they’ll be more likely to reciprocate.
Follow Supply Chain and Logistics Industry publications and organizations and share their relevant content with your followers. Looking for timely and relevant content to share on with your social followers? Create a Google alert for key words and topics to get automated s when relevant news hits the internet.
Start a dialog to get your followers engaged in a variety of supply chain and logistics topics
Share blogs
To get you started we’ve included a link to the top Supply Chain Blogs and Websites to follow.
Amanda: Very proactive – if anyone likes or comments, the chapter board responds.

9. Grow Your Social Following
Promote your social profiles everywhere!
Add icons and links to your website
Include profile links in your marketing collateral – signature, templates, flyers, business cards, you name it!
Put your social profile information on event slides and ask attendees to follow you
Put up table tents at networking events, inviting attendees to join your online social conversations too
Leverage your biggest fans and influencers - Ask them to help promote your content on social by tagging and sharing with their own audience.
Tell a story - How has your Chapter helped the local community or a person or company within the community?
Use Targeted Paid Posts to get in front of the right people - Boost popular content (see above) to get noticed – a small budget can go a long way when targeting local professionals

10. Quick tips on targeting and paid campaign set-up
Location/demographics
Job Title
Interests
Job Experience
Company
Resources:
LinkedIn Campaign Guide
Facebook Campaign Guide
Depending on your experience level and budget, start small and test. You can also pause, stop or increase your budget once you start seeing results.
Setting up a paid campaign:
1. Set Objective (awareness, web visits, engagement)
2. Create Audience (Los Angeles, Supply Chain Managers)
3. Ad Format (Text, Image, video)
4. Placement
5. Budget
6. Schedule
Once you begin, LinkedIn and Facebook offers suggestions and gives you insight into your audience size and a proposed budget to reach your audience.
Both LinkedIn and Facebook have the capability of targeting specific groups of individuals or organizations. There are several targeting options to choose from, including:
location
job title
Interests
Job experience
You also have the ability to choose a specific company to target
As you build your audience the programs will tell you how many people you’ll be reaching so that you can expand if necessary to ensure that you’re reaching enough people for a successful campaign.
If you choose, you also have the ability to exclude groups of individuals using the same criteria
I’ve included links to the LinkedIn and Facebook Campaign guides and the C-Box location where this presentation and supporting documents will be posted.

11. What and When to Post Photo posts get 39% more interaction
Shorter posts get 23% more interaction
Emoticons increase comments by 33%
18% higher engagement on Thursday & Friday
Question posts get 100% more comments
42% like a page with a coupon or discount
Follow the 80/20 rule. 80% useful and helpful, 20% promotional - brand or its products.
Before you start posting information here are a few tips.
While the best time to post is definitely important, there are some other things to keep in mind. Here are a few statistics from Facebook to help increase interaction and make your page more engaging.
Not only do photo posts get more engagement than links, videos or text-based updates, they actually account for 93% of the most engaging posts on Facebook. Photos get 53% more likes, 104% more comments and 84% more click-throughs on links than text-based posts. 
Keeping your posts below 250 characters can get you 60% more engagement than you might otherwise see. You can even get up to 66% more engagement if you cut it down to less than 80 characters.
If you thought emoticons were only for teens, you might want to rethink that idea. No only do posts with emoticons get 33% more comments, they also get shared 33% more often. Even better: they get liked 57% more often than posts without emoticons.
Compared to other days in the week, studies have found that engagement rates for Facebook are 18% higher on Thursdays and Fridays.
If comments are the kind of interaction you’re after, questions might be the way to go. As I mentioned earlier, questions posts get 100% more comments. Posts that include “should,” “would,” and “who” questions et more comments than those that include “why” and “how” questions.
Consider a discount. Studies show that coupon-based campaigns receive the highest engagement rates. Giveaways and sweepstakes came in just behind coupons as highly engaging post types.

12. Share the Benefits of Your Products and Services
Use testimonials from past customers
Link to success stories on apics.org
Talk about the benefits of APICS. Tell your story using social media as a platform.
How has certification helped you in your career?
Has a Chapter networking event lead to a new mentorship or opportunity?
AMANDA (feel free to edit commentary):
Sharing the benefits of your products and services on social media can prime your customers to engage or purchase. Use social media to demonstrate how the product works, the benefits customers experience after using your product or service, and testimonials showing they’re happy with the results to build social proof.
Use testimonials from past customers
Link to success stories on apics.org
Create a form: that links to the Learning System demo’s
that links to your networking events or other events
that offers a free demo of the Learning Systems at your facilities
Talk about the benefits of certification and how your services will help them achieve their professional goals (make it personal)

13. Effective Social Media
Hootsuite- posting management tool
Go where your audience is
Engage on multiple platforms
Learn from your successes and failures
Images and videos are key to generating engagement
Amanda

14. Utilize social media management platform
AMANDA

15. Email Marketing – Nurture and Engage
Mix up your subject line
Include “A call to action”
Repetitiveness
Amanda

16. Chapter Marketing Campaign 2.0
We’ve heard you! We know that as professionals and volunteers your busy, and building a campaign can be time consuming. We’ve put together a simple, flexible 6-week plan for you to implement.

17. The Goal of Campaign 2.0 Easy to follow and implement
Follow step-by-step or pick and choose what you need
Scalable and interchangeable – create relevancy and localize
For use on any social platform
Create local awareness and drive engagement for your Chapter
Engage with your local B2C & B2B community

18. PREPARE • LAUNCH • ENGAGE • INFORM • WRAP-UP
Now. Let’s get started on building awareness for your chapter!

19. Prepare Before you begin your campaign
Review the Linkedin and Facebook Guides
Determine what information to communicate
Include an image to drive better results
Link to existing web pages or build a new page for your campaign
Use the Chapter Marketing Campaign 2.0
We’ve put together 30 posts (6 week campaign). Follow the plan exactly or use it as a guide.
Additional Image Resource Guides:
Encourage event and class attendees to follow your social pages. Include the social pages and link on hand-outs and course materials.
Resources, additional posts and images are posted in C-Box

20. Example Posts Provided in Chapter Marketing Campaign 2.0
Day 1
Here’s what ethical supply
chains focus on the most –
Read the white paper:
(download Ethical white
paper, place on your
site and link to the PDF).
(Ask a question regarding
the paper and respond to
Comments. Keep the
conversation going.)
Day 2
When was the last time you
took a step back and really
examined your entire supply
chain? Read the article:
the article and respond to
comments. Keep the
Day 3
It’s essential to understand
what a digital supply chain
encompasses. Read the
article:
Day 4
(Create your posts for
days 4 from suggestions
below)
Hint, use
to shorten your link.
Start a discussion
Share industry posts
Day 5
Day 5 from suggestions
Promote an event or class
Choose from additional posts located in C-Box
Example of what you’ll find in the campaign materials. Post copy, links to content and images. Suggestions on how to change it up.
Place the mouse curser over the images about, right mouse click to save the picture to your desktop, then upload to Facebook.

21. Campaign Wrap-Up Measure your campaign success
Did you generate any leads?
Did you get any new business?
What posts were most effective?
How many likes did your post receive?
How many comments did your post receive?
Did you reach a wider audience?
How many shares did your post receive?
Did you gain more followers?
Continual test and learn

22. Key Takeaways
Social media is a free and easy tool for businesses to connect directly with people interested in their brand.
Stay casual, but continue to provide value.
Use tools like Hootsuite to help you manage your time.
Engage and follow-up to help create a sense of local community.
Additional Resources:
Campaign LinkedIn and Facebook How-to Guides and templates
LinkedIn Learning Center -
Facebook Business Learning Center -

23. Questions or comments